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For most indie developers, the strongest non-Steam setup is a stack: publish a demo or early build on itch.io, consider the Epic Games Store for mainstream PC sales, and submit to GOG if the finished game suits its DRM-free catalog. Treat Humble as a bundle or key channel, Microsoft Store and Game Pass as negotiated opportunities, and browser portals as homes for web-first games—not as one-size-fits-all Steam replacements. The right mix depends on your audience, tolerance for curation, revenue terms, and how much extra store-page and update work your team can support.
At a glance
| Name | Best for | Key spec | Free plan / price | Checked |
|---|---|---|---|---|
| itch.io | Demos, jams, experimental games, and a quick first release | Open upload; seller sets itch.io’s share from 0% to 100%; no platform DRM | $0 to publish; default share is 10%, plus payment-processing fees | Nov 2026 |
| Epic Games Store | Mainstream PC reach and a lower platform cut on qualifying early revenue | 12% standard commission; 0% on the first $1 million net per product per year under the published revenue holiday | Listing fee is disputed in 2026 guides; verify in the developer portal | Nov 2026 |
| GOG | Finished DRM-free games, especially retro, narrative, RPG, and strategy titles | Curated submissions; offline installers; Galaxy optional | Current submission fee and standard revenue share not publicly confirmed in the pages checked | Nov 2026 |
| Humble Store / bundles | Timed bundles, charity promotions, and eligible keyless redemption | Supplementary sales channel rather than a dependable primary launch store | Current standard splits not stated in the available partner information | Nov 2026 |
| Microsoft Store / Game Pass | Developers with a publisher route or a negotiated licensing opportunity | 12% on PC games using Microsoft checkout; Game Pass is a separate deal | Individual registration described as free in September 2026 reporting; confirm in Partner Center | Nov 2026 |
| Game Jolt, Newgrounds, CrazyGames, and Poki | Browser games, HTML5 builds, and community-led releases | Portal-specific models; some involve advertising, review, or exclusivity | Game Jolt’s current seller share is disputed; check its live Marketplace terms | Nov 2026 |
Why should an indie add stores besides Steam?
Extra stores can put a game in front of different buyers, provide another route to sell a DRM-free build, or make a demo easy to share. They do not automatically create demand: a second store page still needs wishlists, press, community activity, and updates. For many studios, the practical goal is to add channels that fit the game without sacrificing the audience and launch momentum available on Steam.
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Steam’s scale comes with intense competition. Fungies, citing WN Hub and PC Gamer, reported that 40% of games released on Steam in 2025 had not recouped the $100 Direct fee, and only 8% of that year’s releases had grossed more than $100,000. Those figures describe reported outcomes, not a forecast for any individual game. They explain why developers seek outside traffic and additional storefronts; they do not show that abandoning Steam is the safer commercial choice.
Compare stores on the costs and work that affect your release: upfront fees and whether they can be recouped, the platform cut and payment fees, how open or selective submission is, buyer fit, DRM and ownership, discovery options, time to launch, and the effort of maintaining multiple builds and pages. A single Windows build can often serve several storefronts. The added burden is usually store setup, tax and payment details, key handling, and keeping updates aligned—not building a separate game engine for each shop.
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Is itch.io the best place to publish an indie game for free?
For a first public build, demo, jam entry, or experimental game, itch.io is often the most straightforward non-Steam starting point. Publishing costs nothing, there is no review queue for a public page, and sellers can choose itch.io’s share—including zero—while keeping control of the uploaded files.
What does itch.io charge?
itch.io’s Creator FAQ says, “itch.io costs nothing to use. You are free to create pages and upload your content without ever having to pay anything.” Its Open Revenue Sharing model lets a seller set the platform share between 0% and 100%; the documented default is 10%. Payment processing is separate. itch.io’s worked example uses typical PayPal or Stripe fees of $0.30 plus 2.9%: on a $10 sale with the default 10% share, the example leaves the seller $8.41.
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One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware matchThat example is useful for understanding the layers of the transaction, not as a guarantee of net proceeds for every payment method, country, tax situation, or refund. If you set itch.io’s share to zero, processor costs and applicable taxes do not disappear. The page can use pay-what-you-want pricing above a minimum, including a $0 minimum with an option for buyers to donate more.
How quickly can an itch.io page go live?
New pages begin private. Set the page’s visibility to Public when the build, description, and assets are ready; there is no platform review queue before publication. Cover art guidance is a 315:250 aspect ratio, with 630 × 500 pixels recommended. New accounts have a soft limit of 20 pages and file-size limits; itch.io says those limits can be raised on request.
Because the barrier to publishing is low, itch.io can serve as a demo, press-key, soundtrack, or jam page while a larger commercial release is in progress. It also supports HTML5 games that play within the page. This flexibility does not mean the store supplies Steam- or Epic-scale commercial discovery: secondary coverage describes itch.io as a useful always-on parallel channel, while noting its smaller buyer base and limited algorithmic discovery.
What are the ownership and content-policy trade-offs?
itch.io says it does not take ownership of uploaded content and lets users download games as uploaded, without platform DRM. That can suit developers who want a direct relationship with players and straightforward downloadable files. Payment processors still impose rules: itch.io’s 2026 FAQ says sexualized images or videos of real-life people are not allowed, AI imagery designed to resemble real people is not allowed, and restricted themes cannot be sold. Content that relies on a sensitive category should be checked against the live policy and processor rules before launch.
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In 2015, itch.io said about 30% of the money spent on the platform was above the minimum price, with the average purchase around $1.50 above that minimum. Those are historical figures, not current sales expectations. Likewise, promotional events change: the 2026 Halloween Sale ran from October 25 at 10:00 a.m. PT through November 4 at 10:00 a.m. PT, according to Tech Insider, which reported more than 32,000 projects from over 4,900 creators. The platform’s Creator Day fee waiver is a 24-hour event; check itch.io’s own blog for the next date rather than assuming it recurs on a fixed calendar.
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Does Epic still take only 12 percent?
Epic’s standard store commission is 12%, so developers generally keep 88% before other applicable costs. Under Epic’s revenue terms reported for the change introduced in June 2025, the store takes 0% on the first $1 million of annual net revenue per product and 12% above that threshold. The threshold resets each January 1 starting in 2026, so the holiday is annual, not a one-time lifetime allowance.
How does Epic First Run change the deal?
Epic First Run offers 100% of revenue for the first six months when a game has not already shipped on another third-party PC store. During that window, competing third-party PC storefronts are excluded, but direct sales from the developer’s own site and eligible keyless partners such as Humble Store are allowed. After the six months, the normal 88/12 arrangement or the first-$1-million revenue holiday applies, depending on the product’s qualifying net revenue.
First Run is optional, not a condition of publishing on Epic. It is a trade: a better short-term share in exchange for delaying availability on rival PC stores. Consider whether a six-month gap from Steam or GOG would frustrate existing players, disrupt a planned simultaneous launch, or outweigh the extra margin. Epic exclusivity has previously prompted player backlash, as coverage of releases including Metro Exodus, Borderlands 3, and Alan Wake 2 illustrates.
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What does Epic’s audience and developer spend tell me?
Epic’s 2025 Year in Review, as reported by Tech Insider in February 2026, put the store’s average monthly active users at 67 million and daily active users at 31 million across 2025. It reported 317 million registered PC accounts, $1.16 billion in player spending, $400 million in third-party developer spending (up 57% year over year), and 6.65 billion hours on the store. A separate December 2025 figure of 78 million monthly active users is a monthly peak, not the 2025 average. These platform-wide numbers establish scale, but cannot predict how many buyers a particular indie will reach.
Epic’s published terms may be especially attractive to a small studio expecting less than $1 million net per product in a year. For context, FutureTweets’ September 2026 illustration estimated that $500,000 in first-year net revenue would leave about $350,000 after a 30% store fee, versus the full $500,000 under Epic’s first-$1-million holiday. That arithmetic assumes the holiday applies and ignores processor fees and VAT; it is not a sales forecast or a promise of take-home income.
Is there an Epic listing fee?
Guides disagree on whether Epic still charges a $100 listing fee; check the Epic Developer Portal the week you submit. This discrepancy has not been settled by the official portal information available in the cited reporting, so do not budget on the assumption that submission is definitely free or definitely paid. Self-publishing is described as open to developers, but onboarding still involves a review process rather than itch.io-style instant publication.
Unreal Engine royalties are separate from Epic’s store commission. FutureTweets reports that Epic waives the 5% Unreal Engine royalty for qualifying exclusive Epic sales; that does not erase the 12% store fee. Verify the engine license and store terms that apply to your own release rather than treating the two charges as interchangeable.
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Is GOG worth submitting to after its sale?
GOG can be a strong second store for a finished game whose audience values DRM-free ownership, offline installers, and long-term access. It remains curated, so it is not a fast, open-upload alternative to itch.io. In December 2025, Michał Kiciński acquired 100% of GOG sp. z o.o. from CD Projekt for PLN 90.7 million; The Verge reported the value as $25.2 million. GOG’s team said after the transaction, “DRM-free is more central to GOG than ever.”
The sale changes ownership, not the basic reason developers consider GOG. The company said CD Projekt Red titles would remain on the store, including upcoming games, and GOG Galaxy remains optional. Kiciński, GOG and CD Projekt co-founder, described the original aim as ensuring that once a player buys a game, it truly belongs to them. For an indie, that positioning may fit a preservation-minded audience better than a game built around recurring online service requirements.
Which games fit GOG?
GOG’s own developer explainer presents the store as a DRM-free platform and encourages multi-platform distribution rather than exclusivity. That makes GOG a plausible submission for complete single-player games, particularly narrative adventures, retro releases, RPGs, and strategy titles. The fit is weaker for a project that depends on live operations, constant online services, or a rapid, guaranteed approval date.
GOG’s Preservation Program provides a concrete example of its preservation focus. Its live counters accessed October 29, 2026 showed 336 games and 1,735 improvements, with an average rating of 4.2 out of 5. The program FAQ says it is currently Windows-only, that new releases still in live operations generally do not join, and that titles already in the program remain maintained even if delisted. These are program details, not a guarantee that a new submission will be accepted.
How much does GOG take, and how selective is it?
GOG does not publish a universal standard revenue percentage in the pages available here. Industry reporting puts its platform fee near Steam’s 30% base rate, but that estimate should not be treated as a confirmed contract term; ask for the current agreement before forecasting revenue. The store’s catalog size is also reported inconsistently: June 2026 coverage put it at roughly 3,000-plus curated titles, while September 2026 tracking cited roughly 12,000. The dependable distinction is that GOG is curated, materially smaller than Steam, and larger than a boutique label—not a precise catalog count.
GOG’s 2023 developer article said the store had 8 million newsletter subscribers and millions of monthly visitors at that time; those are dated claims, not a 2026 audited audience count. The same article described a 30-day refund policy and cited a 1.8% refund rate for 2022. Treat the refund statistic as historical, not a current forecast. The developer explainer and submission route are at GOG’s game submission page.
When are Humble, Microsoft Store, or Game Pass worth pursuing?
These routes can add value, but they are not equivalent to setting up an open storefront page. Humble is most useful as a timed bundle, charity promotion, or keyless redemption channel; Microsoft Store sales and Game Pass generally require different setup or deal terms.
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Humble Store and charity bundles
Humble is better treated as a supplementary channel than as the center of a launch plan. A bundle can create exposure or support a charity campaign, but revenue may be divided among the developer, charity, and Humble. The available reporting does not establish a universal current split for either standard store sales or bundles, so confirm the exact offer rather than assuming one percentage applies to every promotion.
Humble can also matter when a game is in Epic First Run: the cited Epic terms allow keyless partners such as Humble while excluding competing third-party PC storefronts during the exclusivity window. Check the exact redemption arrangement and current eligibility before relying on that exception.
Microsoft Store and Xbox Game Pass
September 2026 reporting described individual Microsoft Store registration as free and the Microsoft checkout cut for PC games as 12%. A June 2026 guide still listed a $19 one-time developer fee and a broader 12%–30% range. Because those accounts conflict, confirm the current registration requirements and terms in Microsoft Partner Center before including a fee in your budget. The later report also described identity verification for individuals, including a selfie ID check.
Game Pass is not a self-serve storefront commission. A subscription placement is a negotiated licensing deal, and Microsoft tightened criteria in 2025–2026 according to the cited reporting. Some indies have described deals in the six figures, but that figure is anecdotal—not a rate card, standard minimum, or amount a developer can count on. If you have a publisher or an inbound opportunity, assess the actual offer; otherwise, cold outreach should not displace launch work on stores you can access directly.
Which browser-game portals fit HTML5 and jam releases?
HTML5 portals are worth considering when the game is designed to run in a browser, or when a jam build benefits from instant play. They are not direct replacements for a paid PC download storefront: audience expectations, revenue models, and distribution terms differ.
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- Game Jolt: supports browser builds and has a free account, but selling requires an approved Marketplace account. Its current cut is disputed: April 2026 coverage lists 70/30, while October 2026 reporting says developers set a share under 10%. Check Game Jolt’s live seller terms before projecting revenue.
- Newgrounds: offers a portal and community voting through its “Under Judgment” process, a fit for work that benefits from community feedback.
- CrazyGames: offers a free portal and SDK with ad-revenue sharing; a test launch is available, and exclusivity is optional.
- Poki: is web-focused and exclusive by default, with terms set per deal. Read the exclusivity terms closely before submitting a build you plan to distribute elsewhere.
Kongregate stopped accepting new games in July 2020, according to the cited coverage, so it is not a current submission route for a new release. For the portals that remain active, evaluate whether your game is browser-ready and whether its monetization model suits the audience before adapting a PC build.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Should I sell directly from my own website?
A direct site can give you control over presentation and customer communication, but it does not supply an audience. One 2026 guide estimates a domain at about $0–$10 per year; the developer pays no storefront share when selling directly, but payment processing still applies. The estimate does not include a broader web-hosting, tax, support, or payment setup budget.
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Direct sales make the most sense as an owned-channel alongside store pages, widgets, or an established community. They can also complement Epic First Run, whose cited terms allow direct sales from a developer’s own site. The key trade-off is simple: you may avoid a platform cut, but you must bring the players and manage the purchase and delivery experience.
What launch order makes sense for a small team?
Use the least complicated route that gets a reliable build in front of the right players, then add stores when their audience or terms justify the extra upkeep. The following is a default sequence, not a rule; a browser-first game or a publisher-led release may need a different order.
- Prepare a release-ready build. Start with a clean Windows build, and add Mac, Linux, or HTML5 builds only if you can support them. Check it on a machine other than the development PC before distributing it.
- Publish a useful itch.io page. Put the demo or build, soundtrack if relevant, screenshots, system details, and a clear description on a public page. Use pay-what-you-want pricing or a free demo where appropriate, and decide intentionally whether to leave the default platform share or change it.
- Keep Steam in the commercial plan unless you have a specific reason not to. Steam Direct costs $100 per app and the fee is recoupable after $1,000 in adjusted gross revenue. Valve’s reported commission tiers are 30% at the base level, 25% after $10 million in lifetime revenue, and 20% after $50 million, per product. Most small launches should budget around the 30% base rather than assuming a higher tier.
- Evaluate Epic when a second PC storefront is operationally manageable. Its revenue terms may improve the share on qualifying early sales, especially below the annual per-product threshold. Decide separately whether the six-month First Run trade-off fits your launch and community plans.
- Submit to GOG when the game and timeline fit curation. Focus on a complete build and a clear case for DRM-free availability. Allow weeks for the review process rather than planning as though the page will go live the same afternoon.
- Consider bundles after the game has a catalog and promotion plan. Evaluate the specific revenue division, charity allocation, dates, and key or redemption setup before agreeing to a Humble promotion.
- Approach Game Pass through a real opportunity. Treat it as negotiated licensing, potentially via a publisher, rather than a button available to every developer.
- For browser-first releases, add portals selectively. itch.io and community portals can be natural fits; review CrazyGames’ and Poki’s terms carefully, particularly any exclusivity provision.
For each additional storefront, assign an owner for page copy, build uploads, release timing, keys, tax information, and patch parity. A second store is useful only if its reach or commercial terms justify the attention required to keep the listing accurate and the game current.
How were these storefronts selected?
The recommendations prioritize practical differences that change an indie’s release plan: upfront cost, platform and processor fees, openness versus curation, buyer intent, DRM and file ownership, discovery options, time to public listing, genre fit, and multi-store maintenance. itch.io, Epic, and GOG lead because they serve distinct roles rather than duplicating one another. The remaining channels are included where the available terms point to a narrower use—bundles, negotiated subscription licensing, browser distribution, or direct sales. Where 2026 reporting conflicts or a standard contract rate is not public, the comparison says so instead of presenting an uncertain figure as settled.
Frequently Asked Questions
Can I sell a game on itch.io for $0 and still accept donations?
Yes. itch.io supports pay-what-you-want pricing above a minimum, including a $0 minimum with an option for buyers to pay more. The extra amount is voluntary and does not make payment-processing fees or taxes disappear.
Does Epic First Run stop me from selling keys through Humble?
The terms described in the cited reporting allow keyless partners such as Humble during the six-month First Run window, while excluding competing third-party PC storefronts. Confirm the specific key or redemption setup against the current program terms before enrolling.
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You can submit, but approval is curated and not guaranteed. GOG’s Preservation Program FAQ says new releases still in live operations generally do not join that program; that is a preservation-program rule, not a blanket statement about every GOG submission.
Are GOG Galaxy and DRM-free downloads the same thing?
No. GOG describes Galaxy as optional, while its DRM-free positioning means buyers can use offline installers without depending on that client. Check the individual game’s listing for its available downloads and features.

